The Connected Insights Imperative
Dive into the current state of the insights function and the implications for CMOs and insights professionals with this report from Zappi and the AMA.
WHAT YOU'LL GET
The state of connected insights
The importance of connected insights cannot be overstated. As businesses and organizations gather vast amounts of data from diverse sources, the ability to integrate and interpret this information holistically becomes a critical competitive advantage.
Based on a survey of marketing and insights teams, Zappi and the AMA uncovered how companies view their current approach to:
The state of insights: How companies view their insights connectedness
The role of insights: How the insights function is viewed internally (strategic partner vs. order taker)
The level of systematization of insights: Companies' ability to carry out consumer insights work in a connected and systematic fashion
Benchmark yourself against the industry and get advice on what you should do next to make consumer insights your competitive advantage.
Don’t be afraid to ‘make yourself obsolete.’ Do you really want to be doing 40 concept developments a year? No. That can be automated, so leave that and you can spend more time doing the exciting stuff.
